The Shade Tree Brand Guidelines

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THE SHADE TREE

DESIGN AND BRAN D GUIDELINES SONIA SI LVA



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TABLE O F CO NTE NT 03 - 04 // HISTORY OF THE SHADE TREE 0 5- 06 // LO GO 0 7- 08 // BRAND COMPONENTS 0 9 // LOG O COM PO NENTS 10 // LOGO ANATOMY 11 // V ARIATIONS OF LOGO 12 // INCO RRECT MISUSES 13 // REVERSE APPLICATION 14 // COLOR PALE TTE 15 - 16 // TYP OGRAPHY S TA NDAR DS 17-18 // B R ANDING COMMUNICATIO NS 19 // BUSINESS CARD & L E T TERHEA D 2 0 // WEB 21 // SOCIAL MEDIA 22 // SIGN-AGE 23 - 24 // IMAGES


H ISTORY


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The Shad e Tree was establish ed in 1990 as Jubile e Ministries, offering safety, shelter a nd cots i n the basement of Saint Luke’s Episcopal Chur ch. In 1990, diocese members, Junior League of Las Vegas, and the City of Las Vegas collaborated to establish a permanent shelter. In December of that year T h e Shade Tree open ed in a building owned by Catholic Charities. T h e Sh ade T ree i s the largest shelter of its kind in the state, and the only 2 4 - ho ur accessible shelter de signed sp eci f ical ly t o meet the needs o f t he wome n and children. With 364 permanent beds, T h e S h a d e T r e e provides over 100,000 cots yearly for those in need o f shelter. On average, 33% o f the c lients are children under the age of 18. Senior citizens represent the fastest growing segment of the population. The Shade Tree is a 501(C)3 Non-profit organization. They are a local “grassroots” agency with no national a f f i l i ation or support.


LOGO

T H E SH


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ADE TREE



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BRAN D CO M P O NE N T S


L O GO C OMPON E NTS

THE SHADE TREE

The i n s p ir at ion f or th i s l o g o c a me fr o m th e name of t he or g aniz a ti o n . W i th th e i d e a o f goi n g t oward s s om e th i n g e ffo r tl e s s , fre s h and h e ar t war m ing . T h e re n e e d e d to b e a l o go that n ot only em b o d i e d th e fo u n d a ti o n but the hear t of t he p e o p l e w h o w o rk th e re but a l s o t hei r client s . S o m e th i n g th a t w o u l d sta nd s t rong and ap p e a l to a l l w a l k s o f l i fe . T h e tree s hap ed logo w a s c re a te d to b e a l o go - a m ar k - wit ho u t h a v i n g th e l o g o ty pe next to it t o d ef ine i t. W i th a u n i q u e s tru c tu re l e ave s and an ult r a th i n tru c k th e l o g o i s o n e of ki nd . P airing t he l o g o w i th t h e l o g o t y p e -“ The S had e Tree� - H e l e c ti v a l i g h t n o t o n l y ma i n ta ins t he e f f o r t l e s s a p p e a ra n c e b u t a c h i e v es a m or d er n fre s h a p p o ra c h t o t h e o v e r a l l s t r uct ur e.


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L OGO A N ATOM Y

THE SHADE TREE

T h e s p a c i n g be tw een the l o g o a n d the type shoul d b e e x a c tl y 0.5 cm . The l e tte rs w i thi n the l ogo ty p e s h o u l d 0.2 cm exact. T h e re shoul d be no a d d i ti o n a l or l es s spac i ng fo r th e g i v en proper ti es. Us e th e g ra y fe atured as a re fe re n c e fo r the spaci ng.


V ARIAT IO NS O F LOGO

01

02

THE SHADE TREE THE SHADE TREE

03

Di spl a y ed ar e t he di ffe re nt v ar iat ions o f th e l o go that m ay b e us e d . Fol l ow t he d iag r ams to deter m ine w hich va ri ations m ay b e be s t fo r certa i n b r and ing .


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I NC OR RE C T M IS U S E S

THE SHADE TREE

THE SHADE TREE

DE TREE THE SHA

THE SHADE TREE In c o n s i s te n t u s e o f th e l ogo detr acts fro m th e b ra n d i ng equi ty and re c o g n i ti o n . A l te ri n g or recreati ng th e l o g o i n a n y w ay negates the c o n s i s te n c y try i n g to be achi eve d. T h e e x a m p l e s s h o w n h ere i l l ustrate s h o w th e l o g o m a y not be u se d.


RE V E R S E AP P L I C A T I O N S THE SHADE TREE

THE SHADE TREE

THE SHADE TREE

THE SHADE TREE

The l og o m ay b e us e d for re v er s e ap p licati o n s when n eed ed. S p eci a l artw or k f or t his us age has been cr eat ed f o r negativ e and p os it iv e use . A ny t hing els e other than s hown as a n exa mples m us t b e appro v ed b ef or e ha n d.


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COLOR PA L E T T E

[01] [02]

[01]

[02]

CMYK

[35/100/35/100]

[20/0/100/0]

RGB

[158/31/99]

[218/223/35]

Citrus

Mauve

C onsi stent col or u s a ge maxi mi zes b ra nd recogni ti on. The tw o col ors a r e th e foundation o f th e brand and s h o ul d al w ays be u s e d properl y for the q u a l i ty of the bra nd.


ELPHEALINGHOPELOVEYOURS ETHEYOURHEROBEBRAVEOK NLYYOUCANWINTHISFIGHTOA SNGKFDNVKDMLSNFKLNGFDK JFBNGLFDMBFDLKVSDVDFKL KDFNGLKDFKSDGNKLDFKDMO DFJGKFDMSDKVLDFMKDFKGFL OURAGEFORTOMORROWSHO OWRSFNDSFNIJVLKCVMSDOP ELPHEALINGHOPELOVEYOURS ETHEYOURHEROBEBRAVEOK AKECONTROLOFTODAYKDHFS SNGKFDNVKDMLSNFKLNGFDK TAKECONTROLOFTODAYSDN KDFNGLKDFKSDGNKLDFKDMO DFLOVEYOURSELFBEBRAVEKJL WOERUOWEWOEMGNIRJGSFLI OWRSFNDSFNIJVLKCVMSDOP ELPHEALINGHOPELOVEYOURS ETHEYOURHEROBEBRAVEOK


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TY P O G R AP H Y S TA ND A RD S

H elv ect ia Lig ht

Hel v ec t ia Regular

Hel vect i a Bo l d

abcdefghijklmonpqrst uvwxyz ABCDEFGHIJKLMNOPQRS FUVWXYZ abcdefghijklmonpqrst uvwxyz ABCDEFGHIJKLMNOPQRSF UVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ

T h e T y p o g ra phy system for th e re b ra n d i n g consi st the o f u s e H e l v e ti c a font for body te x t, q u o te s and any other b ra n d i n g . E l e gant, de l i cate, s tro n g ty p e fa c e , H el veti ca f ont fa mi l y i s h i g hl y readabl e i n p ri n t a n d o n s c r een. C reati ng a w e l c o mi n g e n vi ronment, thi s ty p e fa c e a rc h i e v e s and creates th e m o o d a n d t o n e fo r The Shade T re e mi s s i o n a n d crea ti ng a n e v e rl a s ti n g i mpressi on.


BU SINESS CO M M UNI CA T ION S


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BU SINE SS CA R D & L E TT ERH E A D

The bus ines s collate ra l fo r T h e Shade Tr ee ar e m e a n t to b e a n i n tro duct ion t o t he bra n d ’ s i d e n ti ty . Col o rs on t he log o a n d l o g o ty p e syste m will b e chan g e d d e p e n d i n g on what s ect ion of t h e b ra n d are re p r es ent ing . Th e d e s i g n i s i n tegr at ed wit h our c o rp o ra te v i s u a l that i s t he new T he S h a d e T re e col o r s chem e, t y p o g ra p h y s ty l e a n d hacke r g r ap hic elem e n ts .


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WEB

T h e w e b s i te s h o u l d be a ref l ecti on o f n o t o n l y o f th e n e w marki ng and b ra n d i n g b u t a l s o th e organi zati on i t s e l f. W i th a c l e a n , c ut and mod ern fe e l -th e w e b s i te s h o u l d contri bute to T h e S h a d e T re e g ra ph i c el emen ts.


S O CIAL M E DI A

Wi th the new b r a nd i n g a n d ma rke t i ng t hr oug h s o c i a l me d i a , i t al l sh ould r ef lect an d c o n tri b u te to Th e Sha d e T r ee g r a p h i c e l e m e n t s . Abo ve ar e e x am p le s o f th e b ra n d i n g bei n g us ed p r op er l y.


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S I GN A GE

A b o v e a re e x a m p les of the l ogo th a t m a y b e p ro perl y used i n re l a ti o n s o f s i g n -a g e . A nythi ng el se th a t d o e s n o t m e e t o r fol l ow these re q u i r e me n t s m u s t be approved .


I MAGES

The i m ag es d is p lay e d o n th e ri ght ar e im ag es t ha t h a v e b e e n appro v ed f or t he ne w ma rk e ti n g and re- b r and ing of T h e S h a d e Tre e. A ny ot her im a g e s u s e d m u s t me et t he s t and ar d s a n d ma i n ta i n the a d d ed d es ig n e l e me n ts s u c h as the p hot o ad v anc e me n ts i n col o r. I m ag es m ay b e u s e d i n fu l l col o r to cer t ain b r a n d i n g - b u t th e i mages f or t he m ajo ri ty o f th e u s e mu st be us ed as d is p l a y e d .


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